Leonardo Vergani

Hey, Intercom published a blogpost with their templates for everything related to Product Marketing, including a Positioning template. You can read the blogpost here: https://www.intercom.com/blog/how-product-marketing-helps-build-product/Specifically, the positioning template is available here (non-gated link): https://intercom.com/blog/wp-content/uploads/2017/05/Positioning-Guide-Template.docx The key elements are: Product Product Mission Product Vision Pitch to Buyer Pitch to End-user Product ...Read More

I had to coach a few people on messaging on my past role, which pushed me to develop a structured approach to coach inexperienced product marketer on writing compelling messaging.What follows are my go-to three steps to ensure a new employee can differentiate good from bad messaging, learn how to frame their messaging in a way that resonates with our personas and validate this message with users before launching. 1. Distinguishing good vs. bad messagingObviously, this is a skill that comes with ...Read More

I tend to think that product launches are delayed more often than not. Because of that, the expected delays should already be part of your planning. Also, there are a few workarounds you can use to deal with unexpected delays.I will go through both below.1. Planning (or Before the delay happened) Improving planningMost organizations push product managers to promise deadlines that are not realistic.Therefore, there is a lot of value on improving PM’s planning to properly estimate how long a new p ...Read More

Although @Mary (Shirley) Sheehan and @Mark Officer already posted great answers, I would like to add two other great sources. 1 ) A source of data is reading what their employeers are posting on LinkedIn (through posts, summary or job descriptions).From those descriptions, you can learn:- Projects: which projects are they prioritizing? What could be rationale behind it? - KPIs: which metrics are they reporting (or bragging about)? Usually, those are the metrics the leadership is pushing their em ...Read More

As a Product Marketer, you get things done through other people. Also, you won’t have formal authority over most of the people working with you. In this scenario, your ability to connect with and influence people (especially peers) is crucial to succeed in the role.Given this situation, I believe having a sense of how other teams work is key to increase your influence across the organization. To do this properly, there are three things you should learn about each area you collaborate with: what ...Read More